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How to Drive Demand Marketing Change without Sinking the Ship

By David Crane

June 2, 2016

As both Scott Vaughan and I have discussed at length in recent posts, there’s a growing need for the automation of top-funnel B2B marketing activities. This is a key requirement if we’re to climb the B2B marketing maturity curve and fully orchestrate demand.

Unfortunately, attaining key elements of demand orchestration (fully automated funnel, dynamic personal messaging and real-time analysis and optimization) is far from easy. It requires a significant amount of change – in mindset, processes and technology. And as we all know, managing change is often the toughest part of any new initiative.

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The Mobile Imperative For Marketing Ops

By William Anthony

If there’s any remaining doubt about how mobile phones have permeated our lives, pay close attention the next time you’re in a public restroom – airport, shopping mall, sports arena – and note the individuals using their phones to text, email or talk.

Don’t worry: this conversation isn’t headed for the toilet and it won’t be a rant against non-stop mobile phone usage. Instead, I’m going to suggest ways marketers should capitalize on the remarkable extent of mobile usage.

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Top 40 Demand Marketing Game Changers: Final Call for Nominees

By David Crane

With 300-plus nominations, I feel pretty comfortable saying that the Top 40 Demand Marketing Game Changers program is already a success. Yet, like a fine blue-flavored Jell-O, there’s always room for more.

The more nominations we receive, the more valuable insights we gain on the innovative strategies and practices progressing B2B marketing from demand generation to demand orchestration. And of course, we’ll be compiling all such insights in a forthcoming eBook and webinar with Heinz Marketing.

So if you know anyone who’s setting the bar for B2B demand marketers, nominate them here by May 31st.

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The Demand Marketer’s Guide for #SDSummit 2016

By David Crane

May 20, 2016


SiriusDecisions Summit has become a must-attend event for numerous roles throughout marketing, sales and product.

In fact, the #SDSummit website provides tracks for 22 roles, from ABM Leader to Chief Sales Officer to Financial Services Leader. The options are comprehensive.

This is great – we all love options. At the same time, it makes picking and organizing which sessions to attend difficult. The #SDSummit website provides a list of suggested track sessions for demand marketers here.

But if you’re looking to narrow the list and get some advice on which demand marketing case studies, keynotes and track sessions to attend (and parties), here’s a quick infographic we threw together.

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25 Demand Orchestration Terms All B2B Marketers Should Know

By David Crane

B2B marketing is evolving quickly from simply generating demand to orchestrating it. Key to this transformation, yet often overlooked by all of us demand practitioners, are the terms that guide and enable measurement of our progress.

Definitions are important. They enable colleagues across departments and organizations to create common expectations. They allow uniform measurement. And they help demand marketers use their tech investments more effectively.

Consistent language improves demand marketing’s credibility with sales, customer success and the C-suite. Simply put, standardization is needed throughout the industry, and that applies to core terms as well.

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Getting the Most Out of Your Third-Party Lead Acquisition

By Mary Wallace

May 17, 2016

Generating net-new names is critical to developing a revenue-producing marketing engine. Getting this right significantly increases your odds of success. The good news is that there are many options to get us there by driving people to our website and landing pages: think SEO, SEM, PPC, social media, content syndication and advertising. 

While there are innumerable channels to generate new names through internal efforts, the results can vary wildly. For example, the volume of new names can be slow, the quality is all over the place, or the alignment with optimum demographics for your solution can be weak.

To meet pipeline needs or accelerate contribution, many marketers acquire leads from a third party to add net-new names to the database. The most popular methods are to purchase a list, or syndicate content. 

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What’s Missing From Your Account-Based Marketing Strategy?

By David Crane

Many marketers still only understand the ABM basics: figure out the common characteristics of your most profitable accounts, create a list of similar companies, and then do your best to engage decision-makers on that account list, usually through sales team efforts.

Today’s most successful ABM programs involve a lot more than this. Below are a few key aspects often lost in account-based marketing programs as well as an overview of new technologies facilitating marketer efforts in these areas.

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5 Ways Understanding MarTech Can Make Your Career

By David Crane

Technology is now pivotal to the marketer’s trade – and has been for some time. And marketers that understand the software and systems available to them (and how they’re continuously evolving) put their companies and careers in a much better position.

This should be self-evident. After all, we’re surrounded with conversations about the expansion of MarTech. Yet, much of this discussion focuses on the changes in the industry itself, rather than individual technology use cases. Researching the latter is increassingly important. 

Treating marketing technology (and MarTech vendor) research as a regular part of the job will benefit you and your organization in several ways:

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Demand Orchestration: The New B2B Marketing Aspiration

By Scott Vaughan

With dedicated demand marketing teams and increasing amounts of data flowing through digital, CRM and marketing automation (MA) tools, marketing’s ability to contribute to customer acquisition and revenue has never been greater.

Nor has the bar and expectations ever been higher. In fact, the #1 skill CEOs want from CMOs and B2B marketers is the ability to drive demand that translates to growth. 

Deploying CRM and marketing automation, and connecting them to your website, are standard fare today. The next challenge in front of us is connecting the data sources and processes generating traffic and leads that fuel these systems.

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How Demand Marketers Can Conquer the Chaos at #MKTGNATION

By Triniti Burton


I have a confession to make. I’m an introvert. My favorite sound is silence. I have an aversion towards large crowds. And I am not a fan of Vegas.

Yet a couple times a year, as part of my professional obligation, I shuffle off to these mad houses known as “marketing conferences.” They typically pack somewhere around five to ten thousand attendees into a massive conference center. The expo halls are an odd hybrid between an airport shopping mall and well-lit nightclub. The breaks are reminiscent of college days when everyone is simultaneously making a mad dash to get from one session to another. And by the end of it all, you feel like you need an extra week just to recover and download all the information you absorbed.

Six thousand or so marketers will likely share at least some of this sentiment come next Friday, when they return from Marketo’s Marketing Nation Summit.

But there is hope. I’ve found that the more prepared I am for an event, the less likely I am to get overwhelmed. So, partially for my own sanity, I thought I’d share some tips to help demand marketers conquer the chaos of #MKTGNATION.

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